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The consultancy born at the intersection of behavioral economics and human experience.

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Aslan Patov, CEO

20+ CX specialists

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Comprehensive CX and management consulting for enterprise brands.

Explore the full range of CX & management consulting services.

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CORE

Customer Experience

End-to-end transformation

Behavioral Economics

Science of decisions

Journey blueprints

Strategy Consulting

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Cultural Change

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Programs that retain

SPECIALIST

Digital Transformation

Technology-led CX

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Restructure for CX

Solutions

Structured solutions that turn CX ambition into measurable outcomes.

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Vision, ambition & roadmap

Benchmark where you are

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Listen, analyze, act

Turn ambition into action

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DESIGN & DELIVERY

Map & redesign journeys

Design for real customers

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UX & Wireframes

Digital experience design

Escalation Strategy

Turn complaints into loyalty

CULTURE & EXPERIENCE

Customer Rituals

Moments customers remember

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Policies that protect customers

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A decade of CX transformation across the region's defining sectors.

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BUILT ENVIRONMENT

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Opinion

Insights, research, and conversations at the frontier of CX.

ReadExperience JournalArticles & research on CX, behavior, and transformation.Watch & listenExperience LoomThe Naked Customer — our video podcast on CX & behavior.

LATEST ARTICLES

Customer ExperienceThe March 2026 CX Events Worth Putting in Your Calendar Customer ExperienceCustomer Experience (CX) Framework: Key Components and Best Practices Digital TransformationJobs-To-Be-Done Customer ExperienceCX in Real Estate

LATEST EPISODES

Ep. 03 · Customer LoyaltyCustomer Loyalty, Brand Loyalty & CX Ep. 02 · Artificial IntelligenceAI in Customer Experience Ep. 01 · CX AwardsCustomer Experience Awards

Hub

Free tools, templates, and resources to advance your CX practice.

NEW · MANIFESTO

Burn the Deck. Ten Virtues. Zero Excuses. — read our manifesto for the brave consultant.

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FREE TOOLS

Ready-to-use templates

Interactive learning

Behavioral Biases

The science of CX

Shifts shaping CX

LEARNING

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CULTURE

Burn the Deck — our manifesto

Experience Hub

CX Games

Interactive games that make behavioral economics and customer experience stick — perfect for workshops, onboarding and team learning.

41 resultsSort

Anchoring Effect Experiment

The Anchoring Effect Experiment is a hands-on workshop where teams explore the anchoring effect and its impact on decision-making and pricing strategies. By setting a baseline (anchor) and observing how it influences subsequent decisions, participants gain insights into how anchoring can affect customer perceptions and behavior.

Behavioral Bias Bingo

Behavioral Bias Bingo is a fun and educational game where participants identify common behavioral biases in customer interactions and strategize ways to address them using insights from the "Rebel Unravel" deck. By recognizing and understanding biases, teams can enhance customer experience and decision-making processes.

Bias Bingo

Spot cognitive biases in real customer scenarios — first to a line wins.

Bias Breakdown

A card game where teams use the "Rebel Unravel" deck to identify and overcome behavioral biases impacting customer decisions and experiences.

Brand Advocacy Role Play

Brand Advocacy Role Play is a game where teams simulate scenarios to convert neutral customers into enthusiastic brand advocates. Through interactive role-playing, participants learn to enhance customer engagement, satisfaction, and loyalty.

CX Escape Room: Customer Journey Breakout

Customer Journey Breakout is an engaging, immersive escape room experience designed to deepen participants' understanding of the customer journey through interactive puzzles and tasks related to customer experience challenges.

CX Jeopardy

CX Jeopardy is a trivia-style game that tests participants' knowledge of customer experience best practices, strategies, and historical data. This engaging format encourages learning and retention of key CX concepts through competition and teamwork.

CX Strategy War Room

This strategic game focuses on developing a comprehensive customer experience strategy under time pressure.

CX Treasure Hunt

CX Treasure Hunt is an interactive game that transforms the concept of a traditional treasure hunt into a journey through customer experience touchpoints. Participants solve clues based on real customer interactions that lead them to hidden 'treasures' around the office or virtual environment.

Choice Architecture Workshop

This interactive game explores various ways to structure customer choices to improve decision-making and enhance customer satisfaction through targeted choice architecture strategies.

Confirmation Bias Challenge

The Confirmation Bias Challenge is an engaging workshop where participants learn about confirmation bias and its impact on decision-making. Through interactive exercises and discussions, teams explore strategies to mitigate the effects of confirmation bias and promote more objective and evidence-based decision-making.

Customer Conundrum

Customer Conundrum is a dynamic game that challenges teams to solve complex customer scenarios using limited resources and under tight time constraints. It encourages critical thinking, teamwork, and effective resource management.

Customer Journey Fishbowl

Customer Journey Fishbowl is an observational role-play game where participants watch a live, interactive scenario of a customer journey unfold in a 'fishbowl' setting, discussing and analyzing each stage as it progresses.

Customer Journey Mapping Game

This interactive game involves mapping out the entire customer journey, identifying key touchpoints, pain points, and opportunities for enhancement.

Empathy Mapping Exercise

This interactive game challenges participants to create detailed empathy maps that help them understand and connect with diverse customer personas. Through engaging activities, teams visualize and discuss customers' thoughts, feelings, actions, and motivations.

Empathy Relay

Walk a mile in your customer's shoes through a fast-paced relay.

Endowment Effect Exercise

This role-playing game helps teams understand the endowment effect, where customers value a product more highly once they consider it theirs. Participants explore how to leverage this bias in marketing and sales strategies to enhance customer retention and satisfaction.

Experience Enhancer

Experience Enhancer is a competitive game where teams identify poorly rated aspects of the customer journey and brainstorm practical enhancements. This game encourages innovation and critical thinking in improving customer satisfaction.

Herd Behavior Hunt

The Herd Behavior Hunt is an interactive game designed to explore the concept of herd behavior and its impact on customer decision-making. Participants collaborate to identify instances of herd behavior in consumer trends and develop strategies to leverage or counteract it in marketing and sales efforts.

Innovation Ideathon

A fast-paced brainstorming session where participants generate innovative solutions for enhancing customer experience.

Journey Jenga

See how one broken touchpoint can topple the whole customer experience.

Loss Aversion Tournament

The Loss Aversion Tournament is a competitive workshop where teams develop marketing campaigns leveraging the principle of loss aversion to boost customer engagement and sales. Participants explore how framing messages around potential losses can influence decision-making and customer behavior.

Loyalty Labyrinth

Navigate the maze of what truly keeps customers coming back.

Nudge or No-Nudge

Debate whether each design is an ethical nudge or a dark pattern.

Nudgeathon

Nudgeathon is a collaborative and competitive workshop where teams develop subtle behavioral nudges aimed at enhancing customer decision-making and improving overall customer experience.

Omni-channel Obstacle Course

Omni-channel Obstacle Course is an interactive game where participants navigate through various communication channels (like email, phone, social media) to solve a complex customer issue. This game enhances understanding of the nuances and challenges of managing customer interactions across multiple platforms.

Peak-End Poker

Bet on which moments customers will actually remember.

Persona Bingo

Persona Bingo is a creative game that combines bingo mechanics with customer persona development. Participants fill bingo cards with traits, needs, or behaviors associated with different customer personas. This game encourages a deeper understanding of various customer segments.

Persona Development Challenge

Participants work to create detailed customer personas using data from various sources, emphasizing empathy and understanding.

Persona Puzzle

Persona Puzzle is an interactive game where teams work together to match detailed customer personas with products or services that best meet their needs. This activity enhances understanding of diverse customer profiles and improves targeting strategies.

Product Lifecycle Game

The Product Lifecycle Game is an interactive simulation that guides teams through the various stages of a product's life, from development through launch and post-launch support. It challenges participants to make strategic decisions at each phase to maximize product success.

Role Reversal Game

The Role Reversal Game is an immersive exercise where participants switch roles within the customer service process to gain insights from different perspectives. This role-playing activity highlights the challenges and expectations of various positions, fostering empathy and improving service tactics.

Sentiment Sorter

Sentiment Sorter is an engaging game where teams classify customer comments by sentiment and discuss the implications for business strategy. This activity enhances participants' ability to interpret customer emotions and align business responses accordingly.

Service Design Sprint

Service Design Sprint is an intensive workshop-style game that challenges teams to design a service from scratch, focusing on maximizing customer satisfaction. This hands-on approach encourages creativity, collaboration, and customer-centric thinking.

The CX Challenge

The CX Challenge is a competition where teams are presented with real-world customer experience challenges facing their company and are tasked with proposing innovative solutions. This game fosters creative thinking, strategic planning, and practical problem-solving.

The Complaint Clinic

The Complaint Clinic is an interactive role-playing game where participants tackle various challenging customer complaints in a controlled environment. The game is designed to enhance problem-solving and communication skills while fostering empathy and understanding towards customer concerns.

The Feedback Loop

Feedback Loop is an engaging and dynamic game that simulates real-time customer feedback gathering and implementation. Participants are tasked with quickly adapting a product or service based on incoming customer suggestions and criticisms to meet evolving expectations.

The Framing Game

The Framing Game is an interactive session where participants experiment with different ways of framing information to see how it affects customer perception and decision-making. This game highlights the power of language and presentation in shaping customer choices.

The Loyalty Ladder

The Loyalty Ladder is a competitive game where teams work to convert a hypothetical customer from a first-time buyer to a loyal brand advocate. The game involves strategic decision-making, problem-solving, and creative thinking to enhance customer loyalty through various engagement tactics.

The Scarcity Challenge

The Scarcity Challenge is a collaborative workshop where teams develop strategies to leverage the principle of scarcity to enhance customer engagement and drive conversions. Participants explore how creating a sense of scarcity around products or services can influence customer behavior and decision-making.

Touchpoint Twister

Touchpoint Twister is an interactive game that uses a Twister-like format to explore and discuss various customer touchpoints. Participants place hands and feet on colored spots that represent different stages of the customer journey, leading to discussions on how to optimize these interactions.